Post on 19-Jan-2015
description
REACH your Prospects … Unleash your BRAND
Presented By: Mohamed Megahed
Twitter: @M_Megahed
linkedin.com/in/mmegahed
Digital Marketing Arts conference and workshop, Cairo on 10-11 Sep. 2012
Marketing in a connected World & Facebook Newsfeed
Social Media is
about people, and their
relationships.
No marketing or advertising is
more interesting to people than
their friends.
Back to the Future in Marketing
1920 1990 2012
The Opportunity in a nutshell
Increase
Retention
Gain new
Customers
Build more meaningful
relationships with your
customers
STORIESInfluence prospects
through their friends
How to make use of the Opportunity
Influence
Engage
Connect
THIS IS WHAT A PAGE LOOKS LIKE TO YOU
View your page as
a source, not a
destination
You’re competing
with family and
friends
THIS IS WHAT IT LOOKS LIKE TO A USER
Aligned with brand purpose?
Consistent and unique personality?
Provides value to fans? Reinforces brand message?
Light-weight? Conversational? Ask questions, contain call to actions, involve your friends,
right cadence, use photos/videos/polls?
Boosted by media?
QUESTIONS TO ASK FOR EACH POST
CONNECT with more people more effectively online and on mobile
ENGAGE people at the center of their Facebook experience
INFLUENCE customers to drive your brand and business results
Advertising in the news feed
Connect with more people more effectively online and on mobile
News feed is where 950M+ people spend time
sharing the most important parts of their lives
40% of people’s time on Facebook is on news feed
Source: comScore, June 2012.
News feed is also where people stay connected
with brands wherever they are
40-150x more likely people will
consume branded content on the
news feed than on a brand Page
Source: comScore, June 2011.
News feed provides advertisers with the most scaled,
dynamic mobile platform
543M mobile monthly
active users
67% YOY mobile MAU growth
Source: Facebook 10Q, June 2012.
So, how do brands connect with
people in news feed?
RELEVANT STORIES
get organically placed
into John’s
news feed
John
The most relevant
stories are being
shown to John in his
news feed.
In this case, your
brand story was
relevant enough that it
was shown to John
organically.
Anna
Anna attended a
wedding this week
and all of her friends
are posting about it.
Because of this
engagement from her
friends, they will be
shown in her feed.
As a result, your
brand’s Page post
may not appear
organically or will
appear below all of
these friend stories.
But…
You can promote it as
a sponsored story, so
that it will appear in
Anna’s feed, or
appear higher than it
would have
organically.
Sponsored story
Friends of
Fans
Sponsored stories expand your reach to fans and
friends of fans in news feed
Fans
Organic reach
Source: Facebook internal data, August 2012.
Engage people at the center of
their Facebook experience
News feed is the most engaging place on Facebook
for marketers
Note: Data reflects both Page posts and user stories.
Source: Facebook internal data, August 2012.
115B news feed story impressions daily
35% of comments
happen in news feed
65% of likes
happen in news feed
News feed puts your brand in the center of the
Facebook experience
…with more real estate than others
2x the size of a
300x250 banner
…with more real estate than others
Full screen on
mobile
News feed is the most engaging place for Page
Posts
Note: Engagement analysis is based off of average CTR for aggregate Page posts over a 7-day period., comparing news feed (delivery to fans and friends of fans) to right-hand side.
Source: Facebook internal data, July 2012. Worldwide normalized data (based on news feed impressions and right-hand side impressions).
>10x engagement for Page Post in news feed vs.
right-hand side
Influence customers to drive your
brand and business results
Improve ad recall and brand resonance
with Page posts in news feed
10x Higher ad recall for
Page post in news feed vs. right-hand side
Note: Right-hand side based on marketplace.
Source: Internal data, July 2012.
ALL TOGETHER, NOW
• A NEW ERA IN COMMUNICATIONS
Today, Skype users make 1.8 billion hours of video calls per year.
IN 2003, INTRODUCED THE WORLD TO A NEW WAY OF COMMUNICATING
Across the world Across multiple platforms Across mediums
Source: Internal Skype data September 2010 – August 2011
*TeleGeography January 2011
UNIVERSALLY
RELEVANT
Skype 5.0 for
Windows is available
in 32 languages
20% of all
international calling
traffic in 2011*
More than 30 million
people logged in at
the same time
SKYPE IS GROWING FAST. REALLY FAST.
YOY Growth • Source: internal
Daily UU's (HP) 240,743 Daily Impressions 439,342
COMMUNICATION + CONNECTION
MOST INTIMATE SOCIAL NETWORK
Source: 1 comScore Media Metrix,, January 2012 + internal
244 million UUs worldwide
At Peak times,
30 million users online globally
207 billion
minutes of voice & video calls
in 2010, 42% of which
was video.
240 thousand UUs on HP in Egypt
16 thousand UUs in call in Egypt
439 thousand Impressions/day in Egypt
AD OPPORTUNITIES
PUT YOUR BRAND AT THE HEART
OF THE SKYPE EXPERIENCE
• Rich Media executions in an uncluttered social setting with
engaged users on multiple devices
• IMPACT
Rich Media executions in an
uncluttered social setting
with engaged users.
Your BRAND is at the center of the Skype experience
Always the first sight upon
launch when users return to
Skype throughout the day.
Total Traffic Per Month:
Unique Visits
9,000,000
Visits
30,000,000
Page Views
160,000,000/ Month
Behavioral
Targeting on LOL
Behavioral Targeting Objectives:
Higher CTR%
Guaranteed fit with:
Customer’s Location
Customer’s Demographic
Customer’s Interest Profile
More likely to be noticed by customers
More Engaging
Unlimited combinations are possible
Green Variables = No Login Required
Browser Type
Browser Language
City/ Country
Operating System
Service Provider
Domain
Mobile Brand & Device
Interest & Looking For
Upgrades
Offers
New services
New Models
Accessories
Maintenance
Renewal offers
Discounts for current
customers
Value added services, etc…
From competition
Customers who fit your targeted
profile
Customers who have similar
products
Customers already use the
competition products
Customers interested in your
product category
How Can it be Used?
Up- Sell To Current Customers
Acquire New Customers
MSN Arabia Growth Jan 2011 to June 2012
Traffic +88%
UU +37% Traffic +31%
UU +17%
Traffic +120%
UU +48%
MENA
WIDE Traffic +72%
UU +26%
Fastest Growing Portal in GCC 2011
l
DELIVERING CREATIVITY
innovative ad formats Clean Environment and Unique
Viral Ads
custom creative
experiences
DEMO
BRANDED CONTENT/CUSTOM
SOLUTIONS
• MSN HP Countdown Bar
• MSN HP Takeover
• MSN New Year’s Special
Sponsorship
• MSN Channels Takeover &
Branding
• MSN Men
• MSN Entertainment
• MSN Games
• MSN Kids
57
Drive Creativity in MSN with Rich Media
Thank You